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PART ONE EVOLUTION. CHAPTER ONE DEFINING PUBLIC RELATIONS. Markers of Public Relations Growth. United States growth: 200,000 U.S. public relations professionals Employment growth increasing faster than average through the year 2010

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Part one evolution

PART ONE EVOLUTION

CHAPTER ONE

DEFINING PUBLIC RELATIONS


Markers of public relations growth
Markers of Public Relations Growth

United States growth:

  • 200,000 U.S. public relations professionals

  • Employment growth increasing faster than average through the year 2010

  • The amount of respect and public relations spending are correlated among Fortune 500 companies


Markers continued
Markers continued

  • Education growth:

    • 250 colleges and universities in the U.S. and

      overseas have public relations programs


Markers continued1
Markers continued

  • Government growth:

  • U.S. government large employer of public relations practitioners

  • Includes: Army, Navy, Air Force, and the U.S. Information Agency


Markers continued2
Markers continued

  • Professional Associations Growth

    • Public Relations Society of America (PRSA) has 20,000 members in 117 chapters

    • The International Association of Business Communicators (IABC) has 13,500 members in more than 58 countries.


Markers continued3
Markers continued

  • International Association growth:

  • International Public Relations Association (IPRA) with membership in Latin America, Africa, Europe, and China


Public relations roots provide the foundation
Public relations roots provide the foundation

  • “a democratic society where people have freedom to debate and make decisions—in the community, the marketplace, the home, the workplace, and the voting booth. Private and public organizations depend on good relations with groups and individuals whose opinions, decisions and actions affect their vitality and survival.”


What is public relations

What is Public Relations?

Defining the field


“Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”


Defining the field
Defining the Field opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

  • Many definitions

    1975 commissioned study found 472 definitions reduced to an 88-word definition.

    1980 Task force offered two definitions


Public relations definition by prsa task force
Public Relations definition by PRSA Task Force: opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

  • Public relations helps an organization and its publics adapt mutually to each other. Public relations is an organization’s efforts to win the cooperation of groups of people.


Marston s four step model encompasses the process
Marston’s Four Step Model opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”encompasses the process:

  • Research

  • Action

  • Communication

  • Evaluation


R a c e
R-A-C-E opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

Research–Action–Communication-Evaluation


Two elements that guide the process
Two Elements that Guide the Process opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

  • Management

  • Action


Sharpe s five principles
Sharpe’s Five Principles opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

  • Honest communication

  • Openness and consistency

  • Fairness of actions

  • Two-way communication

  • Research and Evaluation


Public relations professionals serve as interpreters for the organization
Public Relations professionals opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”serve as interpreters for the organization.

Let me show you the way……

Call out


Interpretation for management
Interpretation for management: opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

  • Philosophies, policies, programs, practices

  • Convey attitudes

  • Communicate truthfully and correctly


Interpretation to management
Interpretation to management: opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

  • Management has a need to know

    • What the public thinks about the organization and its practices



Publics
Publics not interpreting public views?

  • Internal

  • External

  • Interdependence

  • Networks

  • Systems


Publics1
Publics not interpreting public views?

  • Key groups

  • Classification system based on

    • Issue, organization, viewpoint, time,

    • Interest, location, values, lifestyle, relationship


Who makes up the publics at your college or university
Who makes up the publics at your college or university? not interpreting public views?

  • Clue: Break it down


Why are publics important to organizations
Why are publics important to organizations? not interpreting public views?

  • Clue: To know them is to please them.



Marketing and advertising promotes a product or service all the same?

Public relations promotes the entire organization.


Functions of public relations

Writing all the same?

Media relations

Planning

Counseling

Researching

Publicity

Marketing Communications

Community relations

Consumer relations

Employee relations

Government affairs

Investor relations

Special public relations

Public affairs & issues management

Web site development and interface

Functions of Public Relations


Spin versus public relations
Spin versus Public Relations all the same?

  • Differences

  • Issues

  • Implications



Competent practitioners
Competent Practitioners spin doctors?

  • Do you have the right stuff?

    • Academic background

    • Technical skills

    • Personal characteristics


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